Some years ago, a McDonald's commercial claimed that its Big Mac had "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun." Today, if older consumers hear "Two all-beef patties...," they frequently have an urge to complete the entire tagline out loud. Their behavior illustrates the perception principle of: ○ Exposure O Closure ○ Similarity ○ Attention Figure-ground

Q: maximises profits

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